Colton Snepp
Fall 2024
“The marketing plan is to company success as a road map is to car travel. It is the key from strategy to
tactics. It can act as a tracking mechanism, it can determine the budget, and it can be a scale against
which the company measures marketing effectiveness. It is an internal communications tool that
everyone consults to know where the business is going and how it plans to get there.”
Kevin J. Clancy and Peter C. Krieg (2000), Counterintuitive Marketing
Discover the Marketing Plan
Objectives are how we will measure the success of the marketing plan once it is implemented. Strategies address how objectives are to be achieved. Tactics are the specific actions, details, and activities that must occur in order for the strategy to succeed and the objective to be met. Discover this project's objectives, strategies, and tactics above.
Using the media can be an effective way to reach a target market and achieve high-impact objectives. Click on the button above to check out how this project is proposing a "public relations" plan for the proposed healthcare marketing plan.
No marketing plan is complete with a social media plan. In this section, you'll find two social media platforms integrated into the proposed plan to engage students in the selected healthcare product/service via online interaction.
Marketing is not free. There is a cost associated to every effective plan. This portion of the marketing project explores the monetary cost of each proposed tactic and the public relations/social media plans.
The marketing planning process is circular, ending with an evaluation phase which will inform future marketing plans. This semester-long marketing project concludes with an essay including how the success of the proposal should be evaluated. This essay will highlight the metrics and the contingency of this marketing plan.
Target Market
"Knowing your audience will allow you to make decisions that will enhance your
ability to communicate and connect with them."
The targeting customer market for a Speed Dating on Campus event at IU Indianapolis mainly targets college students aged 18 to 24. This demographic includes both male and female students, with a focus on people who are single and actively seeking social connections and possibly romantic relationships. These students are typically undergraduates, though some may be pursuing graduate studies, and they belong to a social status that aligns with a college student life.
Geographically, the target market is concentrated with the IU Indianapolis campus and surrounding urban areas. Many students live on or near campus which allows for easy access to these events. This population is diverse, representing different ethnicities and cultural backgrounds, which raises the social fabric of the campus community. Also targeting specific groups, such as first year students or members of campus organizations like Greek life, can increase engagement and more comfortable social atmosphere during the event.
From a psychographic perspective, these students are very open minded and value social experience that promotes networking and relationship building. They are likely to be extroverted and adventurous, enjoying opportunities to meet new people in a relaxed and fun environment. Many of these people are navigating the complications of young adulthood, including romantic relationships, making them perfect candidates for a speed dating event that offers a structured and casual way to connect. Their lifestyles often includes balancing academic responsibilities with social activities, and they appreciate events that are convenient, affordable, and provide an opportunity to relax and socialize in a meaningful way.
